A brand is the identity of a specific product, service or business . It takes many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. A brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc. Some people distinguish the psychological aspects of a brand from the experiential aspect. Psychological aspects of a brand include associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand. Source: http://en.wikipedia.org/wiki/Brand
What is KFC trying to get at with the following images?
Naomi Klein author of No Logo on branding and globalization.
Discussion questions
Write a thoughtful response (around 300 words) to the questions below in your class discussion page in the toolbar on the left.
Comment on at least two other responses. One of your comments must be to a response without any comments. Make this something more substantial than, "Great Response!"
Can branding be used to positive effect? Give an example
If we are aware of branding and can use this technique to "brand" ourselves, can't we just ignore branding efforts that we don't like?
Is Branding a way to “whitewash” a real understanding of the products and services we use? Is branding a method of keeping apart “the world of production and the world of consumption”?
Extensions
The information below is optional and is meant only to extend the knowledge you have gained from the primary resources listed above. You may add resources below that you would like to share.
Branding
A brand is the identity of a specific product, service or business . It takes many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.
A brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.
Some people distinguish the psychological aspects of a brand from the experiential aspect. Psychological aspects of a brand include associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand.
Source: http://en.wikipedia.org/wiki/Brand
What is KFC trying to get at with the following images?
source
Naomi Klein author of No Logo on branding and globalization.
Discussion questions
Extensions
The information below is optional and is meant only to extend the knowledge you have gained from the primary resources listed above. You may add resources below that you would like to share.Reading: How-to-Branding
Read more:
http://www.businessdictionary.com/definition/branding.html#ixzz11atltKKf